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The IAB UK launched its new video all about mobile location advertising. As a member of the Mobile Steering Group and Mobile Location Advisory sub-committee, Andrew Darling, Director of Communications at Blis, contributed towards the video content as and shared his thoughts on the mobile location advertising space on the IAB UK blog.

“Mobile marketing is changing the way that brands interact with customers with location adding a new layer of context and insight to brand messages – it’s becoming a big indicator of customer intent, but location data isn’t just valuable for immediate sales – it can also be used in brand building. Location is set to be a big piece of mobile marketing in the coming years but with new privacy regulations coming into force, one of the most important aspects of using location data will be user consent.”